Considering that this is Harry and David’s Valentine’s Day edition, it’s fitting that the juding panel fell in love with the food gifts marketer’s January-March 2002 catalog. And the judges showed Harry and David the love by bestowing the catalog with the Gold Award in the food category.
With a closeup shot of delectable chocolate truffles nestled in a red heart-shaped box flanked by — what else? — dewy long-stemmed red roses, the catalog’s cover is highly seductive. But what’s inside is even more impressive: a vast assortment of sweets for the sweetheart, such as chocolates, Valentine-themed cookies, cheesecakes, petits fours, and deluxe chocolate-caramel apples. And if your sweetie is already sweet enough, you’ll find plenty of luscious fruit, as well as nuts, meats, and vegetables. (After all, nothing says “I love you” like a green globe artichoke.) “Gorgeous!” exclaimed one judge about the merchandising. “What’s not to like here?”
The product line would not look half so delicious without Harry and David’s commitment to stellar design and exceptional production values. “Great use of hero shots and large, up-close photography,” remarked one judge. Another panelist was more effusive, proclaiming that Harry and David should receive a new award for “best product shots in any catalog for any category. How do they do it every time, every page?”
The catalog copy also won the hearts of the panel, with one judge describing it as “solid, concise, and direct.” Other descriptions of the copy included “charming,” “easy to read,” and “inviting.” One judge pointed out that the captions are “very creative.” For example, the caption for the Kid’s Bug Banquet (a gift box featuring Sour Gummi Worms, Bug Juice Fruit Punch, and Bug Bites dark chocolate squares) reads “Entomology never tasted so good!”
Harry and David backs up its unique products and top-notch creative with high service standards, including what it claims is “the strongest guarantee in the business” that promises “we’ll make it right…” if the gift recipient — or the gift giver — is not delighted. The company “takes care to ensure that its products are perfect when you receive them,” said one judge.
For certain, consistency — and excellence — are Harry and David trademarks. This catalog edition is nothing short of perfection, and that can be a problem for the panelists charged with evaluating the book. “There are only so many ways to say ‘perfect,’” lamented one judge.
Bear Creek Corp.
2518 S. Pacific Hwy.
Medford, OR 97501
Company founded: 1934
Director: Estin B. Kiger
Designers: Michelle Jovanovic, Kelly Barton
Production director: Neal Schuler
Merchandiser: Denise Tedaldi
Copywriter: Marcus G. Smith
Photographers: E. Groetzinger, J. Bowie
Marketing director: Mike Zodrow
Color separator: AGT/Color Control
Printer: RR Donnelley
List manager/list broker: American List Counsel
Cover paper: 60 lb. (International Paper)
Text paper: 40 lb.
Trim size: 7″ × 10-1/2″
Number of pages: 76